The Venice, California-based company plans to launch a new online magazine called Real Life, which aims to break away from the norm by focusing on our lives with tech.

"Real Life will publish essays, arguments, and narratives about living with technology," Snapchat employee and social media critic Nathan Jurgenson explained in a blog post. "It won't be a news site with gadget reviews or industry gossip. It will be about how we live today and how our lives are mediated by devices."

Real Life, which is expected to launch on June 27, is being "fully funded" by Snapchat, a spokesman for the company confirmed late Thursday. No other details were revealed.

Original content was part of a big bet Snapchat made early last year with the launch of its Discover platform, which serves editorial and multimedia content from major brands such as CNN, ESPN and National Geographic. But that effort was dealt a setback in October, when Snapchat shuttered Snapchat Channel, part of its plan to attract new users by offering original content.